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The Everlasting Bonds treatment application.By Lauren Freas·July 16, 2026
Clients may not always understand the science behind hair repair, but they understand softness, shine, manageability and the feeling of leaving the salon with hair they cannot stop touching.
That is where stylists can create more value behind the chair. When a repair service feels elevated, intentional and results-driven, it becomes more than an extra step at the bowl. It becomes a luxury experience clients can see and feel before they leave the salon.
For John Moroney, SVP Global Education, Beautynova, the opportunity is not just about repairing damage. It is about helping stylists deliver a more complete client experience, one that supports the finished result, protects the service and creates an easy opening for at-home care.
“In the whole world of bond repair, milk_shake Everlasting Bonds is going to stand out because we’re going beyond bond repair,” John said. “Of course we want to rebuild those disulfide bonds…but we want to go beyond that and add nourishment, conditioning, manageability and shine all to the hair, all in one treatment.”
The brand’s new collection is designed to begin in the salon with a salon-exclusive Pre-Shampoo, then continue at home with shampoo, conditioner, mask and leave-in care. Powered by NutriBond™ Complex, the system is formulated to support bond repair and hair reconstruction while improving softness, strength and combability.
Instead of introducing repair as a correction for damaged hair, John recommends looking at it as part of the full service experience, especially for color, lightening, balayage and chemical service clients.
“This can absolutely be a standalone bond-building, repair nourishment system service in the salon,” John said. “But adding it on to any of your chemical services, such as lighteners [and] colors… it’s a perfect add-on, and it’s a perfect profitability driver for stylists in the salon as well.”
When stylists position the service as a way to enhance shine, softness and manageability, clients are not just hearing about internal repair, they are connecting the treatment to the final look and feel of their hair.
The collection’s salon-exclusive Pre-Shampoo Treatment was created as the first step in the professional service, helping repair, strengthen and reconstruct damaged hair while prepping the hair for the full treatment routine.
The at-home portion of Everlasting Bonds includes the shampoo, conditioner, mask and leave-In treatment. The leave-in smooths, enhances softness and shine and offers heat protection up to 230°C/446°F.
But John’s biggest retail tip? Do not wait until checkout to recommend home care. Bring it into the consultation.
“When I was a stylist behind the chair, I always used to say to the client…‘During the service, I’m going to tell you about the products that you need to use at home to maintain the condition of your hair, maintain the color that we’re going to do and recreate the finished style. How does that sound?’” John said. “They say, ‘Oh, that sounds great,’ and basically they’ve just given me their permission to give them an entire home care routine. After that, you’re not selling anymore.”
That conversation reframes retail as part of the client’s result, not an extra pitch at the end of the appointment.
For stylists who want to avoid sounding salesy, John suggests building the treatment directly into a premium service menu.
“In some cases, it might be an add-on service, where you’re saying we’re charging anywhere from $50 to $75 depending on your market,” John said. “The other scenario is…you could have your standard color or chemical service menu, but then adding on Everlasting Bonds service to every chemical treatment, you can almost create this premium tier of color services.”
Think of it as giving clients options: a standard color service or an elevated color service that includes added repair, softness and shine. That type of menu positioning makes the treatment feel less like an upsell and more like an upgrade.
It also helps stylists protect their work. After lightening, color or chemical services, the condition of the hair can impact how clients perceive the final result. A smoother, shinier finish can make the entire service feel more polished.
One reason this service works as a luxury upgrade is that it gives the stylist a visible, intentional treatment moment (with only ten quick minutes of processing). The Pre-Shampoo can be applied at the bowl, in your chair, or with an assistant, depending on the salon’s workflow.
Jeanine Leuci, Director of Training and Development for milk_shake, said the service is easy to integrate because it does not require a major shift in how stylists already work.
“It’s not like a habit-changing thing at all,” Jenine said. “This is a really easy way to elevate and add more value to your clients’ overall experience.”
A luxury service does not equal a complicated service. In this case, the client gets a more elevated experience while the stylist gets a backbar upgrade that can fit into an existing salon day.
John also sees the name Everlasting Bonds as a play on more than internal hair repair. “It’s not just that we want to build long-lasting bond repair inside the hair,” John said. “It’s also about the client and their relationship to the stylist and the bond that they have.”
That is the real opportunity for stylists: a repair service that makes the hair feel better, makes the final result look better and gives the client a clear reason to trust the professional recommendation.
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